Mailchimp offers an improved feature for its paid subscribers. You can streamline recurring communications using the Automation tool.
This tool creates the ability to send a series of emails within a workflow at the time you choose, to specific subscribers that meet a set of conditions you have created. This can provide a clear pathway for businesses using a sales funnel from signup to conversion or for repeated engagement.
Other uses may be - a welcome email, incorporating the Mailchimp Goal feature for sending emails after specific website activity, sending a series of emails leading up to an event and more. Let's look at the terminology first.
Glossary (courtesy of Mailchimp)
Automation: The catch-all term for an email or series of emails sent to a subscriber based on a triggering action or absolute date.
Workflow: A schedule for rolling out a series of emails, along with their content and configuration details.
Email: A single campaign that's part of your automation workflow. At MailChimp, we usually call emails "campaigns," because they reach many subscribers. With Automation, we call them "emails," because they go to a targeted subscriber, more like an email you would send personally.
Delay: The period of time between two emails in a workflow. A relative delay depends on the email before it, while absolute delays are based on the trigger-date.
Queue: A batch of subscribers who have met a workflow's criteria, and are waiting to receive the next email in a workflow.
Trigger or Event: The catalyst that starts an automation workflow, for example, signing up to your list or purchasing a particular product.
Things to bear in mind when setting up your automation workflow
With paid Mailchimp accounts based on the number of subscribers you have, from as little as $10/month you could give the Automation feature a go. If you need help setting up a Mailchimp account with a branded template for your business, get in touch with us today.
With 20 years experience in marketing, Kath knows what works for businesses, this blog has the latest tips, tricks and innovations to help your business online.